The Website as a Virtual Host of the Museum: a Comparative Study. Three National Museums Meet Digital Audiences

Abstract

The article focuses on analyzing the websites of three prominent national museums in Romania, Bulgaria, and Serbia. These websites are examined within the broader context of the cultural institutions' activities, as they hold significant importance in the cultural infrastructure of their respective neighboring Balkan countries. A comparison table is utilized to establish evaluation criteria for the digital platforms, with a particular emphasis on content. The article extensively characterizes the sections dedicated to the main and temporary exhibitions, which play a crucial role in facilitating digital engagement with both existing and potential audiences. The chosen approaches for showcasing museum teams and collections are also scrutinized. In addition, gaps and inconsistencies are identified by comparing these websites with others in the museum domain. The evaluation of video materials and digital tours of the exhibitions adheres to the high standards set by modern digital technologies in the cultural sector. Consequently, the article concludes by formulating three recommendations aimed at enhancing the websites of the national history museums in Bulgaria, Romania, and Serbia. These recommendations are intended to address the identified shortcomings and improve the overall digital experience provided by these institutions.